ARTperspective

The Art Perspective blog is a collection of thoughts, musings, and reflections on art, artists, and current happenings in the art world. 

Instance Announces Rihanna as Contributing Creative Director & Brand Ambassador

Instance, (known as Stance in the US), announced today that Rihanna will be a Contributing Creative Director and Brand Ambassador. You may not be familiar with the Instance brand as their introduction into the market was less than five years ago, but what they have been able to achieve in a short time is worth taking note of. Identifying a gap in the market, they chose to revitalized an often overlooked accessory category in socks. Focused on bringing art and self-expression to the forefront, the brand has quickly garnered the attention of style makers, celebrities and performers. In fact, the brand was named as the official sock of the NBA for the 2015-2016 season.

This is a fantastic example of art crossing over into our daily lives. The Instance brand has always been known for their unique designs and for creating a following they call Punks & Poets. For us, this collaboration goes deeper than a celebrity endorsement; we all remember Alicia Keys being named Creative Director for BlackBerry, which was really a desperate attempt to save a company, and a brand that had been losing it's market share for years. Rihanna however will be involved in creating collections for the Instance brand, the first of which is due out this fall. Her role will also include various creative projects and initiatives designed to help promote the brand.

"I've had a great relationship with Instance for a long time and I am happy to be working with them on such a fun and creative project," said Rihanna. "This is an exciting new venture." 

"Rihanna epitomizes what it means to dress by your own rules. She is a fashion pioneer and we are excited that she has made Instance her next canvas," said Candy Harris, SVP of Instance's Women's Division. To kick off the partnership Instance has released two limited edition styles in a print called Murder Rhi Wrote

At Art Perspective we love these types of real collaborations, as it gives artists an opportunity to explore a different medium, and often the result for the consumer is something unique. As these are a limited edition, you will want to get these before they're gone.

For now the Murder Rhi Wrote collection is available online at stance.com/rihanna with the full collection being available this fall.